Welcome to “Growing your business withAdWords”, a guide to help you ensure youget the best results for your business withAdWords advertising campaigns.This booklet will provide you with all the tips and tricks you needfor your account to succeed:1. Get the basics right2. Expand your reach3. Measure your successGetting the most out of AdWords requires ongoing experimentation.Whether you’re brand new to AdWords or an AdWords veteran,following the guidelines in this booklet will help you create and honeyour campaigns to give you the maximum possible return for youradvertising investment.If you are confused by any of the AdWords terms in this booklet,there is a handy glossary at the back to help you out.
How AdWords works 4Get the basics rightAccount structure 10Understand how to structure your accountto make your campaigns thrive.Keywords 14Learn how to choose the right keywordsto target your customers.Ads 18Get creative and write attention grabbing ads.Expand your reachContent network 24Target customers who are browsing on sitesother than Google search.Measure your successUnderstand your success 28Find out how to measure your performance andget the best possible results for your business.AdWords help resources 32Glossary 33
4 How AdWords works Before we get in to the details of your account heres a quick reminder of the AdWords essentials. AdWords is an automated auction. You write your ads and choose relevant keywords (a keyword is the search term – word or phrase – that a person searching on Google types in which will then trigger your ad). Then, a prospective customer searches and all the ads with keywords related to their search query are put into an auction, including yours. The top ads will appear to your potential customer under the heading ‘Sponsored Links’, on the right-hand side or above Googles search results. An interested customer will click on your ad and be directed to your website. Your ad appears here when potential customers search for your business on Google - - Search results
How AdWords works 5As well as showing to people searching How do we match your ads?on Google, your ads can also appear on 1. By scanning the millions of pagesrelevant websites in the content network. on the web, Googles contextualWhen you advertise on the content targeting technology analyses thenetwork, a diverse network of millions content of different web pages toof websites, your ads are shown beside determine what the site is about.website content that is relevant to yourcustomers. You can choose sites you want 2. Then, by looking at the keywords andto appear on or let us match your ads to ad text in your campaign, we identifyrelevant websites. the main concept behind your advertising message. 3. Our system then automatically places the most relevant ads with the most relevant pages, so your ads show to interested users.
6 How AdWords works The most important thing to think about when looking at your AdWords account is quality. Google rewards relevant, quality advertising with a higher position on the search page and lower costs, so making sure your ads are high quality is really important.
How AdWords works 7So, what do we mean by quality? All users are the same. They want to findThink about how you search... when you what theyre looking for quickly and simplytype in a search term you want to see an – and if they do theyre more likely to bead that offers the product or service youre interested in what they find and make alooking for. When you click on that ad you purchase or enquiry.want to be taken directly to the product/service page for more information. This is the basis of how AdWords works: you create high-quality, relevant ads that are useful to those people searching for your products and the Google system will reward you with a higher position on the page and lower costs.
10 Account structure Account structure Take a fresh look at your account Structuring your account effectively can have a dramatic impact on the success of your AdWords campaigns. A little organisation will make it much easier to create quality ads. Itll also help you determine whats providing value so you can build on your most successful campaigns and edit those that arent working as well. Account Campaign Campaign Ad group Ad texts Ad group Keywords Ad group Ad texts Ad texts Ad group Ad group Keywords Keywords Ad texts Ad texts Keywords Keywords
Account structure 11Get to grips with the essentialsYour AdWords account is made up of three levels:account, campaign and ad group.Your AdWords account is structured to Take inspiration from the structure of yourhelp you create highly targeted advertising. website when deciding what campaignsYour account is split into campaigns and ad groups to create. Look at howand each campaign into ad groups. youve structured your site and reflect thisYou can think of these as categories and in your AdWords account.subcategories. Each campaign shouldfocus on a specific product range or area A well structured account should not onlyof your business and then each ad group provide you with better results it will alsoshould be even more specific and focus on make your advertising easy to manage!a subcategory of the main campaign topic.For example if you are a garden centre youcould have a campaign focused on rosesand then the ad groups (or subcategories)within that campaign could be differenttypes of roses such as scented roses,climbing roses etc.
12 Account structure Examples and ideas you can implement Before taking you through how you can improve your own account structure, lets take a look at an example of a well structured account. This example shows what an account could look like for a Garden Centre. Campaign 1: Seeds Ad group 1: Flower seeds Ad group 2: Grass seeds Ad group 3: Vegetable seeds GArden Cen t re Home Seeds Campaign 2: Roses roses Outdoor build ings Flower Ad group 1: Climbing roses Grass Ad group 2: Bush roses Vegetable Ad group 3: Scented roses Campaign 3: Outdoor buildings Ad group 1: Sheds Ad group 2: Summerhouses Ad group 3: Conservatories
Account structure 13Tips for creating a winning account structureA well managed account is a successful account.Implement our tips below to ensure your campaigns thrive. Split each campaign into Give each campaign ad groups. Ad groups let you an appropriate name. segment your campaigns into Make sure you can identify multiple parts to achieve even your campaigns easily. This greater focus and simplicity. will make tracking and editing your campaigns much simpler. Try to aim for at least three ad groups Stick to one theme per campaign. per campaign. The number of ad groups We recommend you structure you need will vary depending on the size your AdWords account similar to of your product offering and business but the structure of your website, i.e. aiming for a minimum of three will ensure that separate your campaigns by the each ad group is tightly themed and will help themes or product lines your website you to write specific ads targeted to is divided into. your customers. Just like campaigns, each ad group should have one common theme. Focus on a single product or service that you offer in each ad group. This will make it simple to create focused, effective keywords and ads. For example, a garden centre could have a campaign with the theme of "Seeds", an ad group in that campaign might be "Flower seeds".
14 Keywords Keywords Reach the right customers Keywords are the roots of your ad campaign. They set the entire advertising process in motion. If your potential customers are searching for your product or service, they’ll find you more quickly if you’ve chosen the right keywords. You should think about your keywords in the same way you have structured your campaigns and ad groups. Each of your ad groups should contain tightly themed keywords. A small group of carefully targeted keywords are far better than a large group of un-targeted keywords. For example, an ad group with the theme of climbing roses should only contain keywords specifically related to climbing roses rather than a large group of keywords related to flowers or roses in general. There is no one-size fits all answer but try to aim for between 5 and 50 keywords in each ad group. Theming your keyword groups in this way will help you when writing your ads and, most importantly of all, make your advertising high quality — allowing your customers to find you easily.
Keywords 15Get to grips with the essentialsWhen picking your keywords you have the choice touse different matching options. These options giveyou further control over when your ads should show.To reach the right customers we recommend that youfocus your campaigns using broad match keywordsalong with negative match where needed.Broad Match reaches the most users by showing your adwhenever your keyword, or a relevant variation of your keyword,is searched for. For instance if your keyword is red roses,it will trigger your ad on searches such as red roses, red and pinkroses or roses coloured red. This is the default option for keywords.Negative Match prevents your ad from showing when a wordor phrase you specify is searched for. If you have red roses as akeyword and specify synthetic as a negative match your ad wontshow on search terms such as synthetic red roses. To add negativekeywords go to the “Keywords” tab. Scroll down to the negativekeyword section, click on the plus sign and add your negativekeywords in the box.If you would like to try more advanced options then there are twofurther keyword options which can be used. We only recommendyou use these if you are confident with monitoring the success ofyour campaign and are able to assess keyword performance. Formore information search for “keyword matching options” in theAdWords Help Centre.
16 Keywords Examples and ideas you can implement Lets look at a 3 step example of how you might approach creating your own keywords. In this example the campaign is roses and each ad group is a type of rose. 1. Begin by listing all relevant keywords for a campaign. roses, climbing roses, climbing rose, fragrant climbing roses, rose plants, buy bush roses, rose bush, rose bushes, best roses, bush rose sale, shrub roses, luxury red bush roses, hardy climbing roses, cheap roses, climbing rose varieties, rambling roses, climbing roses, spring roses 2. Next split your keywords into your themed ad groups, with relevant ad texts. Ad group 1: Climbing roses Ad group 2: Bush roses Beautiful Climbing Roses Beautiful Bush Roses Sale Now On. Large Variety Sale Now On. Large Variety of Colours and Brands. Buy Now! of Colours and Brands. Buy Now! GardenCentreSite.com/ClimbingRoses GardenCentreSite.com/BushRoses Keywords: (1) roses, climbing roses, climbing rose, Keywords: (2) rose plants, buy bush roses, rose bush, fragrant climbing roses, (2) rose plants, hardy rose bushes, (4) best roses, cheap roses, bush rose climbing roses, climbing rose varieties, rambling sale, shrub roses (5) luxury red bush roses, roses, spring roses, (3) - delivered, - free (3) - delivered, - free Please note these examples are fictional and are intended for illustrational purposes only. 3. Review and refine. Reviewing the keywords above we have identified 5 we would like to refine: (1) Roses may be too generic to be a good keyword. (2) Make sure you don’t use the same keyword in multiple ad groups within the same campaign. (Our system interprets this as increased competition for this keyword, resulting in a higher cost-per-click (CPC) for it). (3) Negative match keywords like delivered and free prevent your ad from showing for searches that contain those keywords. This business doesn’t offer delivery or free products so they should include these as negative keywords. (4) Keywords like best roses and cheap roses don’t give enough details about the product or products being offered. (5) Keywords like luxury red bush roses may be too specific to be effective.
Keywords 17Tips for choosing the right keywords for your businessMake sure your keywords are right for your business. Use our tips below to fine tuneyour keyword lists. Try out our keyword tool. Stuck for keyword ideas? Think like your customers. The keyword tool, found within your How might your customers search for account, provides suggestions for your product or service? Generally the new keywords and can also help best keywords tend to be 2-3 words long. identify possible negative keywords. Match your keywords to your ad text. Each keyword should match the Regularly review your keywords. ad text that it triggers when a potential Through regular reviews you can remove customer searches on Google. To do keywords which are not providing value this, group all the keywords relating to and learn from the success of your top a particular product or service into a performing keywords. specific ad group. You can then create an ad that matches these keywords so that whatever a user searches for, they see an ad that is very relevant to their search. Use negative keywords. Prevent your ad from showing on a search which is not relevant for your business. For example if you sell lawnmowers you may not want your ad to show if a user searches for Lawnmower repairs so specify repairs as a negative keyword.
18 Ads Ads Write ads to get your customers clicking Your customers choose to go to your website over your competitors based solely on what they see in your ads. If your ads dont grab their attention, you could be missing out on valuable sales. To get the best results your ads should directly relate to your keywords. This means that when a potential customer searches for your product they see a very relevant ad and will visit your site. Once you have organised your account and have your keywords grouped into ad groups your ads should be easy to write.
Ads 19 Get to grips with the essentials AdWords makes it really easy for you to test out your messaging and see which ads work for your customers. Try testing different ads in each ad group, you may be surprised at what is the most successful. To test your messaging, write three or four variations of the same ad text in each ad group (as shown below). These ads will all run from the same set of keywords. If you have more than one ad in each ad group AdWords will rotate which of your ads is shown, at no additional cost. This example shows some ads that could be tested in an ad group focused on garden sheds.Garden Sheds Garden Sheds Sale Cheap Garden ShedsDelivery & Fitting High Quality Timber Garden Sheds Free Delivery. 10yr guarantee.Prices Start From Only £150 Guaranteed Low Prices. Buy Now. Buy Online or Call Us Now.GardenCentreSite.com/GardenSheds GardenCentreSite.com/GardenSheds GardenCentreSite.com/GardenSheds Keywords: Garden sheds, wooden garden sheds, garden shed, buy garden sheds, cheap garden sheds, large garden sheds, small garden sheds Allow these ad variations to run for a while. Then check your clicks. The ads with the highest clickthrough rates (CTR) are the ads users find to be the most relevant to their search. Over time you will learn what works for your business and you can edit your ads accordingly.
20 Ads Examples and ideas you can implement It can be difficult to know where to start when writing ads, learn what works well and what doesnt from the example below! When a potential customer searches for climbing roses the two ads below could appear. Climbing Roses On Sale garden centre Special Offer on Climbing Roses. we sell everything Buy Online Now. Next Day Delivery. you need for your garden GardenCentreSite.com/ClimbingRoses gardencentresite.com What’s right? What’s wrong? • Headline focuses on the product that’s for sale, • Headline focuses on a company description and contains relevant keywords instead of on core selling points and the keywords that trigger it • Description details specific benefits of buying the product from this company (Next Day Delivery) • Description is too general – it would be much better if it focused on specific products or • Description includes an instruction to customers services offered by the company – and it doesn’t of the action they should take (Buy Online Now) contain an action the customer should take • Destination URL leads to a page on the company • Destination URL leads to the company’s home website related specifically to climbing roses page, rather than to a page promoting the specific product or service Please note these examples are fictional and are intended for illustrational purposes only.
Ads 21Tips for writing targeted adsEnsure your ads catch the eye of potential customers.Try testing out some of our tips to see what works for your business. Use your keywords in your ad. For the best results put your top performing keyword into the headline of your ad. Use a strong call-to-action. Tell potential customers what action Include prices, special offers you want them to take when they get and unique selling points. to your site e.g Buy now. Call today. What makes your product or service offering different from your competitors? Direct users to the page on your website which is most relevant to each ad. By using a very specific destination URL you can direct potential customers to the page on your website that is most relevant to the product or service described in your ad.
24 Content network Content network Reach customers on relevant websites Did you know that in addition to showing your AdWords ad on Google search, you can also show it on relevant websites that your customers visit? The Google content network is a large, diverse network of different kinds of sites that partner with Google. On this network, you can show your ad to potential customers when theyre looking at sites related to your products or services. Get to grips with the essentials Internet users spend the majority of their time online browsing websites. By advertising on both search and the content network, you can reach your target audience no matter what they are doing online. When your campaign is opted into the content network, AdWords automatically targets your ads to relevant content on websites. This means your message is matched to the right audience at the right time. For example, if youre selling garden tools, our system may place your ad next to a news article that reviews the latest garden tools. In this case, you know that a user who is looking at this web page is likely to be interested in your product.
Content network 25Tips for getting the most out of yourcontent network campaignTo get the most out of advertising on the content networkmake sure that you create a tightly themed campaign thatrepresents your business.This will help our system match your ad with the most relevant sites on the web.The good news is that the tips in this booklet for creating effective ads and keywordson search also apply to your performance on the content network. For example, followad best practices like using a strong call to action in your ad and making sure you haveclear themes in your ad text that match with your keywords.Together these basic actions allow our system to see very clearly what your productor service is and match your ads to relevant websites.How to review your performanceTo understand whats working for your ads on content networkwebsites you should go to the “Networks” tab of your AdWordsaccount and click on “show details” beside your content placements.Here you can review all of the websites your ads have shown on. As well as thisyou can see statistics about each site that will help you assess how your ads areperforming. To learn more about measuring performance you should refer to the nextsection in this booklet.On the content network the most important statistic to look at is the clickthrough rate(CTR). CTR is how often people click on your ad, it will give an indication of how welleach site is performing. Note that CTR on the content network will typically be lowerthan for search. After your ads have been running on these websites for a periodof time you will be able to use these metrics to see which are the best performingsites for you. You can then look at the possibility of individually managing yourcost-per-click (CPC) for the top sites and focus more budget on them. For moreinformation on managed placements search for "managed placements" in theAdWords Help Centre.
28 Understand your success Understand your success With Google AdWords, its all about results. To make sure youre getting the best possible results, you should monitor your account performance on a regular basis. Think about what you want to achieve from your ad campaign. Do you want traffic to your website? Sales? Or your visitors to take a specific action such as signing up to your newsletter? Once youve clearly defined your goals you can use your AdWords statistics and the free tools available from Google to measure your success. Be realistic about what you want to achieve and try to set time aside to review your account regularly, to make sure youre reaching your goals.
Understand your success 29What to look for in your accountThe first, and easiest way to Average Position: Check the “Avg. Pos.” column on the “Campaigns” tab in yourmeasure your success is to review account to find out where your ad isyour AdWords statistics. appearing on the search results page. There are up to 11 ads shown on any searchSuccess with AdWords will be different for page so if your average position is 11 orevery business and will depend on your more your ad is, on average, not appearingbusiness goals. However, there are a few on the first page of search results. Youthings to look out for that will indicate your should aim to show your ad on the firstads are running successfully: page of search results so your potential customers can more easily find your ad.Clickthrough Rate (CTR): To get animmediate idea of how well a campaign is First Page Bids: If your ad is not showingdoing, check the CTR - how often people on the first page of search results then youclick on your ad after seeing it. As a rule will see first page bid on the “Keyword” tabof thumb, a CTR on Google under 1% under the “Status” column. A first page bidindicates that your ads are not targeted is the cost-per-click you need to set to getto a relevant audience. Look at this on your ad showing on the first page of searchthe “Campaigns” tab and view the CTR of results. High first page bid estimates canyour individual keywords and ads on the indicate that your ads are not as relevantrespective tabs. as they could be.Keyword Status: An “Eligible” state Quality Score: Each of your keywords ismeans your keyword is eligible to trigger given a quality score which can be foundads. Clicking on the icon in the status by clicking on the icon in the “Status”column will give you more detail on your column on the “Keywords” tab. Googleindividual keyword performance. To view rewards relevant, quality advertising withkeyword status go to the “Keywords” tab a higher position on the search page andand look under the "Status" column. lower costs, so making sure your ads are high quality is really important. Use the tips from this booklet to help you improve these stats.
30 Understand your success Interested in delving deeper into your performance? You may want to install conversion tracking or Google Analytics on your site. These free Google products allow you to analyse your account performance based on which keywords and ads convert into sales or leads, rather than purely those that direct traffic to your website. Conversion tracking: In online advertising, a conversion occurs when a click on your ad leads directly to user behaviour you deem valuable, such as a purchase, signup, page view, or lead. Conversion tracking is a free way to monitor and evaluate how well your ad campaigns convert into meaningful actions like a sale. Google Analytics: Google Analytics is a free website analysis tool which can show you how people found your site, how they explored it, and what actions they took on your site. With this information, you can improve your website’s return on investment, increase conversions, and ultimately make more money on the web. For instructions on how to install these tools visit the AdWords Help Centre and search for “conversion tracking” and “Google Analytics”.
Understand your success 31Checklist for managing your account remember to repeat this processThe online world moves very quickly, so what works for you today may not be as regularly tosuccessful next week. A weekly review of your account will help you make sure continually buildyoure getting the most out of your advertising budget. on your success.Heres a quick list of actions for you to follow every time you log in to your account.This will help you understand how your account is performing and whether youre meeting yourbusiness goals. Performance will vary by account so focus on identifying your best and worstperforming keywords and ads, this will help when refining your account.1. Check notification and account alerts 5. Refine your keywords and ads. on the home page. • Look at the top performing keywords When you log in to your AdWords account you will and ads. Edit those that are not doing well, see notifications and account alerts from Google. using your top performers as a guide as to Its important to keep an eye out for these updates how they can be improved. as they contain important information relevant to • Delete those that have consistently your account. performed poorly.2. Go to the “Campaigns” tab and set the • Use negative keywords to eliminate time range. unwanted impressions. The time range setting can be found in the top right-hand corner of your account and should 6. Finally, test new keywords and ads for be set to a period of 1-4 weeks to get a good your campaigns. indication of recent performance. • Use the keyword tool to get keyword suggestions to add to your campaign.3. Review your keyword performance. • If you dont have multiple ads in each ad group, Under the “Keywords” tab review: you should try adding some to test which work • Keyword clickthrough rate (CTR). Which best for you. keywords are receiving your highest and lowest CTR? • Position of your keywords. Are your ads appearing on the first page i.e avg. pos. of 1 -11? • Keyword status. Are your ads eligible to show? If you have conversion tracking • Quality score. You can see the quality score enabled, check which ads and for each keyword by clicking on the icon in the keywords are converting into sales. status column.4. Review your ads performance. Under the "Ads" tab review: • Ad CTR. If you are testing multiple ads in each ad group check to see which are performing best.
32 Adwords help resources Grow your business with AdWords! We hope that youve found this booklet helpful and that youre fully equipped to achieve great results from your AdWords account! If you would like to keep learning then you can access our online learning materials and resources, including blogs, webinars and the AdWords help forum, from our online AdWords Guide... AdWords Guide www.google.com/adwords/beginnersguide To make sure that youre not missing out on any of our online communications, check youre opted in to receive online updates from us: 1. Log in to your AdWords account (type adwords.google.co.uk into your browser). 2. Select “Account Preferences” under the tab “My Account”. 3. Find “Notification Preferences” and click “Edit”. 4. Review, edit and save your preferences (“Customised Help & Performance Suggestions” & “Newsletters”).
Glossary Ad group A collection of ads within a Destination URL The web page on which a user will campaign that corresponds to land after clicking on your ad. It a group of related keywords. doesn’t have to be your site’s main page. Also called a landing page. Ad rank Your ad’s position on a results Display URL page. Your ad rank is determined by The URL displayed in your ad to your maximum CPC bid and your identify your site to users. keywords’ quality score. Impression Campaign The number of times an ad is A component of your account displayed on Google or on sites in that allows you to focus your the Google content network. advertising on specific products or services. The ads in a given Keyword campaign share the same daily A specific word, or combination of budget, language and location words, used to target your ads to targeting. Each campaign can potential customers. When a user contain multiple ad groups. searches on your keyword, your ad will enter the auction. Clickthrough rate (CTR) A measure of how relevant users Quality score find your ads and keywords to their Quality score is a measure of search query. CTR helps measure how relevant your ad, keyword, the performance of your ads and or webpage is. Quality scores help keywords. ensure that only the most relevant ads appear to users. Cost-per-click (CPC) bid The amount you pay each time a user clicks on your ad. You can set the maximum CPC bid (the maximum amount you are willing to pay when a potential customer clicks on your ad) at the ad group or keyword level.
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